maria jose Strategic Marketing: The Connection between promotions and customer satisfaction at comisariato Yaris Zambrano

Abstract

Not knowing the importance of creating value and customer loyalty is a problem that different businesses in Manabí-Ecuador face. Brand reputation and positioning are issues typical of strategic marketing and ignorance of them ends in the failure to achieve organizational objectives, so we analyze the relationship between promotions and customer satisfaction in the Yaris Zambrano commissariat of the Montecristi canton, in the year 2024 is the objective of this correlational study where a survey was applied to selected clients through intentional non-probabilistic sampling, which allowed us to know the perception of customer service and the need for additional promotions, validated with the SPSS software. The results emphasize that 72% of customers consider it necessary to increase promotions, 59% rate customer service as "very good." Furthermore, a Spearman evaluation analysis revealed a significant positive relationship between both variables, with a coefficient of 0.748 and a significance level of 0.000. Likewise, 46% perceive the prices as fair, but 38% consider them high, which reinforces the need for more assertive promotional strategies. It is evident that integrating strategic promotions with high-quality customer service not only improves customer satisfaction, but also strengthens the competitiveness of the business in a dynamic local market. This study provides a solid empirical basis to design more effective and personalized marketing strategies, adapted to the needs and expectations of the consumer.